I get asked all the time:
“How do you know where to advertise for your business?”
The short answer?
It always starts with their ideal customer avatar (also known as a “buyer persona”).
Back when I worked in radio, every station had an “ideal listener” they used to guide everything—music, promotions, and even ad placements. At the adult contemporary station I worked for, her name was Jane. She was in her early 30s, married with kids, and listened to the radio while running errands or commuting. She was smart, made most of the household’s purchasing decisions, and had a slightly above-average income. Jane wasn’t real—but she shaped how we connected with real people.
Today, I do the same thing for my clients.
For example, one of my authors has an ideal reader who’s a woman over 50 who loves romance stories featuring strong, military-background alpha males who do the right thing—no matter the cost. That knowledge tells us where to show up and what message will resonate.
Know Your Numbers Before You Advertise
It’s not just who we’re talking to—it’s also how much a business needs to make back for the campaign to be worth it.
Take an HVAC company, for example. Let’s say a new system installation runs $10,000–$20,000. After overhead, labor, and costs, their profit per install might be $1,500–$2,500. If a campaign brings in just one extra install (plus a service agreement), it can easily cover the ad spend—and then some.
So we do the math.
We figure out how many sales it takes to break even or turn a profit.
Then we match that with platforms that reach the right audience with enough frequency to generate action.
Can You Guarantee Results? Not Exactly.
Do we promise results?
Of course not—no one can guarantee sales.
But what we can do is make sure every campaign is strategically designed to give you the best possible odds of success. That’s our job.
We use real-world data to compare platforms, analyze frequency, and select the best fit for your business based on your goals, margins, and customers.
Smart Strategy Beats Cookie-Cutter Campaigns
If all of this sounds overwhelming—you’re not alone. Most business owners don’t have the time (or desire) to crunch numbers, build personas, and research ad platforms. That’s where we come in.
If you’re tired of cookie-cutter campaigns and cut-and-paste ad ideas, let’s talk.
We specialize in helping local businesses grow by making them unforgettable.